ATLANTA, June 12 /PRNewswire-FirstCall/ -- Host Communications, Inc.
(HOST), a wholly owned subsidiary of Bull Run Corporation (Nasdaq: BULL),
joined CBS and the National Collegiate Athletic Association(R) (NCAA(R)) in
reaching an agreement with The Coca-Cola Company to be the NCAA's first
Corporate Champion and official soft drink.
The 11-year marketing and media program, valued at more than $500 million,
includes beverage marketing and media rights to 87 NCAA championships,
including the NCAA Division I Men's Basketball Championship. This includes an
extensive advertising buy on the Network telecast of the tournament. In
addition, this program includes marketing and media rights to 86 other NCAA
championships in 22 sports. HOST, a sub-contractor with CBS and 27-year
exclusive marketing partner of the NCAA, will administer the marketing rights.
"Our goal going into our new NCAA relationship was that a few select
companies would see the enormous value in a comprehensive and integrated
arrangement with CBS and the NCAA. Coca-Cola is the first participant in this
exciting new venture," said Sean McManus, President, CBS Sports. "With their
long-standing commitments to the highest quality sporting events in the world
and the quality of their worldwide branding efforts, The Coca-Cola Company is
the perfect fit to join with CBS and the NCAA as we launch the new Corporate
Champions program."
Coca-Cola will receive rights to use the NCAA marks, will support the
NCAA's champions in 22 sports through advertising, promotional initiatives and
marketing programs and will participate in onsite activities at numerous NCAA
championships. Coca-Cola also will align its promotions to support NCAA brand
attributes, including higher education, sportsmanship, leadership, excellence,
tradition, diversity and high-caliber competition.
"We are delighted to join the winning team of the NCAA, CBS and Host,"
said Chuck Fruit, Senior Vice President, Worldwide Media and Alliances, The
Coca-Cola Company. "Throughout its 116 year history, Coca-Cola has always
been a strong supporter of sports, active lifestyles, education, and
communities. Promotion of collegiate athletics and higher education is a
natural extension of these values that we share with the NCAA and CBS Sports."
HOST has had a contractual relationship with the NCAA since 1975 and
developed its Corporate Partner Program in 1984. Under the Program, select
corporations link their target markets to, and implement promotions around,
NCAA Championships through a variety of advertising and promotional
opportunities. HOST's initial agreement in 1975 to administer radio rights
and form a national NCAA Radio Network for the men's Final Four has since
expanded to publishing, Internet and corporate marketing representation,
including the exclusive licensing of various NCAA trademarks. Based on an 11-
year agreement with CBS Sports, HOST will continue its relationship with the
NCAA through 2013.
"Our CBS/HOST agreement with Coca-Cola marks the largest in the history of
collegiate sports media and marketing, and we're fully prepared to create an
unbelievable partnership for everyone involved," said W. James Host, HOST's
CEO.
Robert S. Prather, Jr., President & CEO of Bull Run, commented, "The terms
of this initial agreement validates our decision to sublicense marketing and
media rights from CBS under HOST's 11-year contract that begins later this
year, as the revenues generated by HOST from this agreement represents a
significant portion of our total guaranteed rights fee payable to acquire
those rights. Beyond the financial aspects of this agreement, this new
relationship will be great for college athletics, and what is good for college
athletics is good for us."
Bull Run, through HOST, provides affinity, multimedia, promotional and
event management services to universities, athletic conferences, associations
and corporations. Bull Run also has significant investments in Gray
Communications Systems, Inc., an owner and operator of 13 television stations
and four newspapers; Rawlings Sporting Goods Company, Inc., a leading supplier
of team sports equipment in North America; and iHigh Inc., a marketing company
focused on high school students.
SOURCE Bull Run Corporation
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Related links:
http://www.bullruncorp.com
Company News On-Call:
http://www.prnewswire.com/gh/cnoc/comp/232438.html
CONTACT:
Robert S. Prather, Jr., President & CEO of
Bull Run Corporation, +1-404-266-8333, or W. James Host, CEO of
Host Communications, Inc., +1-859-226-4202
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